نوع مقاله : مقاله پژوهشی
نویسنده
استادیار گروه مدیریت ورزشی، دانشکدۀ تربیت بدنی، دانشگاه تبریز، تبریز، ایران
چکیده
واکاوی مفهوم برند برای دستیابی به الگویی درخور ضرورت دارد، بنابراین هدف این پژوهش طراحی و تبیین الگوی برندسازی در صنعت ورزش کشور با تأکید بر پویایی محیط در نظر گرفته شد. این پژوهش از نوع تحقیقات اکتشافی و به‌تناسب رویکرد پژوهش کیفی بود که جهت انجام آن، با استفاده از روش گلوله‌برفی به صاحب‌نظران حوزۀ برندسازی (15 نفر) رجوع و از طریق مصاحبۀ عمیق به جمع‌آوری داده‌ها پرداخته شد. سپس به‌واسطۀ سه مرحلۀ کدگذاری بر مبنای رویکرد پارادایمی، الگوی نهایی حاصل شد. در الگوی پارادایمی، به شرایط علی مورد نیاز جهت شکل‌گیری و برندسازی در صنعت ورزش، شرایط زمینه‌ای که موجب اهمیت برندسازی در چند دهۀ اخیر شده است و نیز شرایط میانجی که برندسازی در صنعت ورزش را تسهیل یا تسریع می‌کند، پرداخته شد. افزون بر این، فرایند برندسازی و استراتژی‌های (کنش‌ها و تعاملات) لازم آن، مورد کاوش قرار گرفت و پیامد آن رسیدن به وفاداری به برند عنوان شد.
کلیدواژه‌ها
عنوان مقاله [English]
Paradigmatic Model of Branding in Sports Industry
نویسنده [English]
- Vajiheh Javani
Academic Remember of Tabriz University
چکیده [English]
It is necessary to analyze the concept of brand to gain a proper framework. So, the aim of this study was to develop a branding model in Iran sport industry with an emphasis on the dynamic environment. This study was exploratory and qualitative. Data were collected by snowball sampling method and through in-depth interviews from 15 branding experts. Then, through a three-step coding according to paradigm approach, the final model was obtained. The paradigmatic model showed the causal conditions required for the formation and branding in the sports industry, the contextual condition that caused the importance of branding in recent decades, as well as the mediating condition which facilitated and/or accelerated branding in sports industry. Also, the necessary branding process and strategies (actions and interactions) were explored and brand loyalty was introduced as an outcome.
کلیدواژه‌ها [English]
- Branding
- brand positioning
- brand values
- Paradigmatic Model
- Sports
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